Google’s removal of third party cookies will punish independent hotel marketers

Hotels that do not have well-structured, well-centralized first-party data will be the biggest losers from the elimination of third-party cookies

This month Google announced it was removing its support of third-party cookies for Chrome users. Why is Google doing this? Not purely out of user privacy concerns and government regulations. The search engine giant simply no longer needs third-party cookies since it already has the largest first-party database in the world and, together with Facebook, already controls more than 50% of advertising spend worldwide.

Will the elimination of third-party cookies will hardly affect the major hotel chains like Marriott with first party data derived from its 192 million loyalty membership, or Expedia with their 185 million reward members. But independent hotels that don't have the technology in place to manage and utilize it across the organization, including in marketing, customer service, operations, and revenue management.

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